Managing Vision and Culture: The Makings of a Global Brand

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Howard Schultz, the former kid from Canarsie, is now mostly known as the king of coffee, but he set his sights beyond Starbucks with social initiatives for cutting the debt, creating jobs and healthcare accessibility.

In just four years, Schultz took Starbucks out of a downward spiral and revitalized the brand, re-centering the focus on the core mission. In 2007, Schultz felt the Starbucks experience and the “theater” of the coffee shop were being diluted. The company was feeling the gravity from the impending financial crash, cutting 6,700 jobs and closing 800 stores worldwide.